Heading into the opening weekend of the 2022 FIFA World Cup, all teams have confirmed their squads, numbers, and kits for the tournament. Of the 32 competing teams in 2022, Nike boasts deals with 13 of these teams, gaining a 40.63% visibility in the 2022 FIFA World Cup kit supplier market, says GlobalData, a leading data and analytics company.

GlobalData’s report, ‘Business of the FIFA 2022 World Cup’, analyses the competition in depth and estimates Nike’s annual tournament spend for the 2022 World Cup to be worth $147.749 million. Its portfolio in 2022 consists of some of the biggest names involved, including many of the favourites to win such as Brazil, England and France.

According to GlobalData, Nike had dominated the market alongside Adidas for several decades, with an influence that expands across both domestic and international soccer. The American brand has invested heavily to clinch some of the biggest contracts in international soccer in recent years, and to establish as one of the main go-to brands at the elite level of sport.

Jake Kemp, Sport Analyst at GlobalData, comments: “The influence of the biggest kit supplier brands over the market, in general, is well illustrated by this World Cup, with adidas and PUMA being the only other brands affiliated to multiple team deals.  The three global brands have been the biggest spending brands in European domestic soccer over the past few seasons, and their influence is not just limited to one continent. There is a large unified market with international soccer, whereby brands are able to appeal to an entire national population to sell replica kits and promote their businesses.”

Nike’s estimated annual spend puts it comfortably clear of rival brands adidas and PUMA, whose annual spend at this tournament comes out at $95.33m and $11.5m, respectively. However, Adidas’ average spend per deal comes out at a higher rate than Nike at this tournament, with the German brand only boasting seven deals.

Kemp concludes: “Nike is set for a 64.58% visibility across all tournament group stage games at this World Cup. The depth of their portfolio with larger and ‘better’ teams in the competition means this could rise to 70.31% across all games (based on knockout stages going against each teams official world rankings).”